14 More About Diversity

We’ll open this chapter with a newsroom executive’s view of the need for diversity in content and at work sites. CNN’s Veronica Molina offers this perspective:

So what are concerns that we try to address?

In terms of workforce diversity, we have been investing significantly in recruiting, and now we are focusing on creating development and advancement opportunities.

In terms of our content, we try to address diversity not only in what stories we cover, but also who we are interviewing, who are our guests, and who are our experts. Who are we featuring? Are we interviewing people who understand the community we are covering?

Also, what tone are we using when referring to certain groups? Are we using terminology and tone that is fair and respectful?

Images are very important too. Are we portraying a certain racial group in a negative light by using certain photos? Does the video tell the whole story? Or what other context do we need?

PEOPLE WITH DISABILITIES

We may primarily think of diversity in terms of race and ethnicity, but for media professionals the goals should be broader. For example, the Journalist’s Resource compiled four suggestions for content involving people with disabilities.

1. Let people with disabilities speak for themselves.
2. If you’re not sure how to describe a person with a disability in a story, just ask how the person would like to be characterized.
3. Include people with disabilities in stories that aren’t explicitly about disability.
4. Broaden your coverage of stories about disability.

Read explanations and details:

• Disability isn’t a bad word – NBCU Academy

• 4 key tips for reporting on and writing about people with disabilities – The Journalist’s Resource

You can also explore the Disability Language Style Guide from the National Center on Disability and Journalism:

• Disability Language Style Guide

AVOIDING SEXISM

Most media outlets avoid courtesy titles such as Mr., Miss, Mrs., Ms. For example, Miss refers to an unmarried woman, while Mrs. refers to a married woman. However, there is no corresponding distinction for men. You can read a quick summary of Associated Press Stylebook suggestions from BKA Content, a freelance and blog writing service.

• Avoid courtesy titles in most cases – BKA Content

Beyond courtesy titles, also use inclusive terms for people and occupations. Here are a few examples:

• Firefighter (instead of fireman)
• Sales clerk (instead of salesman)
• Mail carrier (instead of mailman or postman)
• Actor (in all uses)
• Server (instead of waiter or waitress)

Also, the Associated Press tweet below offers the guidance for the term mistress:

And here’s an additional resource that can help media professionals reframe language usage related to gender:

• Transgender People: A Guide for Reporters

GOOD INTENTIONS, BUT …

Good intentions for diversity and inclusion don’t always lead to positive outcomes. You saw that previously in a 2001 example about a University of Wisconsin brochure in which a Black student’s face was added to an image after the original photo was taken.

In another visual example almost 20 years later, a homecoming promotional video at the University of Wisconsin emphasized “welcoming everyone into our home.” However, a New York Times feature story about the video noted that “virtually every student in the video was white,” and Black students said they did not feel wanted on campus.

• In a homecoming video meant to unite campus, almost everyone was white – The New York Times
(University of Arkansas students have free access to the NY Times by signing up via campus email credentials)

The Student Inclusion Coalition responded with its own video “to ensure everyone is seen, heard and valued” in the University of Wisconsin community.

THE DANGERS OF DEMOGRAPHICS IN ADVERTISING

Advertising professionals can save time and money by finding ways to target specific audiences through demographics. Why spend more than $5 million on a 30-second Super Bowl ad if you’re only trying reach a smaller group of people with common characteristics? This convenient and cost-effective approach on social media can have a darker side, though, especially for political advertising.

For example, British investigative journalists studied how the Republican National Committee worked with Cambridge Analytica to target specific audiences on Facebook. The in-depth investigation was eventually published in 2020:

• Revealed: Trump campaign strategy to deter millions of Black Americans from voting in 2016 – 4 News (United Kingdom)

Here are two key details from the article, which uses British writing conventions, concerning the 2016 election ads:

• In 16 key battleground states, millions of Americans were separated by an algorithm into one of eight categories, also described as “audiences,” so they could then be targeted with tailored ads on Facebook and other platforms.

• One of the categories was named “Deterrence,” which was later described publicly by Trump’s chief data scientist as containing people that the campaign “hope don’t show up to vote.”

4 News reported that 3.5 million Black Americans were in the “Deterrence” category.

The video below, which was part of the investigation, explains how micro-targeting worked in the 2016 presidential campaign.

The 4 News investigation also includes a video on 2020 tactics:

• How Trump campaign targets millions of white voters – and activates fears over rioting – 4 News (United Kingdom)

ONE MORE RESOURCE

To close the chapter, here’s a broad resource for self-assessment and reflection on diverse viewpoints.

• Diversity Toolbox – Society of Professional Journalists

CLOSING REVIEW